In online commerce, it seems somehow easier to separate the sales of such goods. Interested buyers visit specialized online stores. Or not? And how should such an online point or marketplace be built so that the goods are swept away and snatched from the hands? The research agency Data Insight, which specializes in the study of retail and studies the market in close cooperation with the retail outlets, has become interested in this issue. This time, they rallied with representatives of the fashion niche and conducted a global survey. We will tell you what we got as a result and how we relate to such results.
Briefly about the conditions of analysis:
- experts examined online sales of Russian retailers in the Russian Federation;
- - , Fashion;
- 107 -, 1000 - - 2 ;
- - , .
, 2020 - , 1000, 215 . 382 . 1 770 - .
, , . , . , - - 2020 40%. - 35%. , , 3%.
-
, - . - 2020 4,5%. 100 4,5 . , - . , , 12%.
2020 - , , , . , 64% . - 17% . 9% .
97% , 2020 . 93% . - , - .
: , . , Wildberries 54% , -10 - :
Wildberries.ru
Lamoda.ru
Ozon.ru
Adidas
BonPrix
H&M
KupiVIP
Rendez-vous
-
Zara.
, , , 19% .
, , , 19% - . - . , .
- - . 57% . 43% - , .
- AppStore Google Play.
-
, , . - .
, fashion- - 35% - 22%.
, , . , , -. , - - Instagram.
- ? , 47% CMS , 34% Bitrix. - 22% . , , 32% - . , , .
Well, then there are problems that are noticeable in almost all online stores, regardless of the category of goods sold - an extremely small part of them connect feedback services with their sites. In the case of fasion stores, only 42% of retailers do this.
The company obviously spends the saved funds on advertising promotion. But how justified is this and how many customers are dropping out of stores simply because they cannot get proper advice on buying or returning a product?